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Giving is contagious: People's giving behavior spreads into their closest relationships, and into their broader social networks.

Not only is giving socially learned and replicated, it can also enrich people's reputations and social relationships. One study found that participants who gave more money to charity were more likely to be selected to represent their group as leaders, and also received more money from group members. This demonstrates how giving to charity can promote a positive reputation for givers. Kind people are likeable, and others want to be around them. Studies have found that preteens who behave more kindly are more popular with their peers. For example, in one study, preteens who performed three kind acts (versus visited three new places) each week became more popular over time.

Similar results have been found in older adults. In one study, older adults who volunteered increased in their social connections after several months, while control group participants experienced a decline. Volunteers also increased 17 percent in feelings of being socially supported, while control group participants declined 25 percent in perceived social support. Givers also report less loneliness and more feelings of social connection.

People with higher giving‐related traits like empathy both provide and receive more social support, which suggests a balanced give‐and‐take in their relationships. They also try harder to maintain their relationships and report more love and affection for those they interact with. Overall, people with higher giving‐related traits and behaviors have more positive and satisfying relationships.

Is generosity good for romance? Research finds that being generous can help to encourage new romances. For example, kindness is the top trait that both men and women are looking for in a romantic relationship, and generous people are seen as more desirable romantic partners. Our research has found that generous people are rated as more physically attractive: the good‐looking giver effect. And, a large national study found that more generous single people were more likely to be in a relationship the following year.